Older demographic helps KHUI-FM gain

Adult standards have proven a "jewel" for Calif.-based Salem Media of Hawaii Inc. in the latest Arbitron Inc. radio ratings.

The skyrocketing KHUI-FM 99.5, whose format is called "The Jewel," is the No. 4 station and is No. 6 weekday mornings among Oahu radio listeners 12 and older.

Whodathunk Frank Sinatra, Mel Torme and Ed Ames would boost a radio station to such heights in this day and age? Newer artists including Michael Buble and Celine Dion are also on the station.

Michael W. Perry and Larry Price are still far and away the top-ranked personalities with more than 20 percent of the morning radio audience -- and half of the duo's radio home, KSSK-FM 92.3, is still the No. 1 station overall.

However, KHUI, its music emanating from the mainland, has leapt from last summer's rankings of No. 19 Mondays through Sundays and No. 20 weekday mornings, to this summer's Top 10. It changed to adult standards from Hawaiian music last year.

Advertising is generally not purchased based on so-called 12-plus numbers, as advertisers can choose a desired audience based on demographics drawn by stations' formats.

Among morning shows preferred by 25-to-54 year-olds, KSSK's AM and FM combination wins handily, with more than twice the share of its nearest competitor. KRTR-FM 96.3 shed some share but held its No. 2 ranking; KINE-FM 105.1 is back at No. 3, recovering from last summer's No. 12 rank. KDNN-FM 98.5 is up to No. 4 from a tie for fifth last summer, while KQMQ-FM 93.1 rose to fifth from ninth. Classic rock KPOI-FM 105.9 is tied with oldies-playing KGMZ-FM 107.9 for No. 6. KPOI shot up from No. 14 to get there, while KGMZ slipped from No. 4 a year ago. There is also a four-way tie for the No. 10 adult morning shows.

KHUI's strength is in the mature end of the adult demographic, the 35-plus range.

Among 18-to-34-year-old listeners, KRTR held its No. 1 ranking in mornings and from 6 a.m. Mondays to midnight Sundays

Honolulu's Arbitron Radio Ratings

Summer 2007 rankings by listeners 12 and older

Station

'07 Share

'06 Share (rank)

1. KSSK-FM 92.3

9.5

9.2 (1)

2. KRTR-FM 96.3

7.8

8.5 (2)

3. KINE-FM 105.1

7.0

7.3 (3)

4. KHUI-FM 99.5

5.5

1.1 (19)

5. KCCN-FM 100.3

5.4

6.3 (4)

6. KGMZ-FM 107.9

5.0

5.8 (5)

7. KSSK-AM 590

4.6

4.2 (9)

8. KPHW-FM 104.3

4.2

4.4 (8)

9. KDDB-FM 102.7

4.1

3.6 (7)

10. KUMU-FM 94.7

3.9

5.1 (6)

Top 10 Honolulu morning showsMondays through. Fridays. 6 to 10 a.m.

Station

'07 Share

'06 Share (rank)

1. KSSK-FM 92.3/AM 590

21.1

18.9 (1) *

2. KRTR-FM 96.3

7.4

9.0 (2)

3. KINE-FM 105.1

6.5

5.8 (3)

4. KCCN-FM 100.3

5.1

5.7 (5)

5. KGMZ-FM 107.9

4.6

4.9 (6)

6. KHUI-FM 99.5

4.2

1.0 (20)

7. KUMU-FM 94.7

3.8

4.4 (7)

8. KDNN-FM 98.5

3.7

4.2 (8)

9. KPHW-FM 104.3

3.4

3.3 (12)

10 KHVH-AM 830

3.3

3.1 (14)

* KSSK's FM and AM ratings are combined for the morning show since it is simulcast on both frequencies. Listed separately, KSSK-AM tied with KRTR for No. 2 in this survey and was No. 3 in Summer 2006. Survey dates: June 28 - Sept. 19